Virgin Music Group (VMG), the global independent artist and label services arm of Universal Music Group, has partnered with Tokyo-based Frontier Works to release the anime music project.
The companies said the move is “to meet the growing global demand for Japanese culture and content, including animation and games” and will provide Frontier Works with the opportunity to strengthen its global presence.
In fact, global demand for anime, the signature style of Japanese animated TV shows and movies, is growing.
According to the latest animation industry report Japan Animation Association (Aja), the domestic animation industry market size in Japan has reached US$20.57 billion 2022, Annual increase of 106.8%. Animation revenue outside Japan posted record growth in 2022, up year-on-year, spurred by a boom in anime popularity during the Covid-19 pandemic Annual increase of 111.1%.
Founded in 2022, Frontier Works focuses on the creation and distribution of anime-related content, including music, books, games, TV and movie releases, theatrical anime/stage productions, 3DCG live performances, merchandise, broadcasts, and various events.
The company is probably best known for its gaming franchises Ensemble Stars!!, life simulation games, and Ensemble star! musica rhythm game.
“Frontier Works has an incredible slate of anime-related entertainment packed with great music that is resonating with new audiences around the world now more than ever,” said Nat PastorCo-chief executive of Virgin Music Group.
“Frontier Works has an incredible slate of anime-related entertainment packed with great music that is resonating with new audiences around the world now more than ever.”
Nat Pastor, Virgin Music Group
Under the partnership with VMG, Frontier Works will have access to VMG’s music distribution and marketing platform powered by artificial intelligence technology, as well as a connected global team of music experts to support its distribution.
These include the use of VMG’s AI-powered “Trends Now” marketing technology, which filters streaming data on artists and songs to create “actionable insights,” and VMG’s advertising platform “Smart Audience,” which uses “ethical AI to increase fan engagement and help them “drive streaming consumption,” the companies said in a statement on Thursday (July 11).
“We are encouraged that VMG’s new technology and its expertise in the music business will help us develop highly satisfying content that more customers can enjoy,” said Masahide TsujiPresident of Frontier Works, Inc.
“Working with a partner like Frontier Works who has such unique and amazing content, the possibilities are endless for both parties.”
Masaya Inoguchi, JP Virgin Music Group
Senior Executive Officer, Universal Music Japan Tamaki Ichiro Adding: “Frontier Works’ musical content derived from anime and games has huge potential to attract a very active audience, and it is VMG’s mission to serve fans in Japan and overseas.”
“Working with a partner like Frontier Works who has such unique and amazing content, the possibilities are endless for both parties,” Inoguchi MasayaManaging Director of JP Virgin Music Group.
“I very much look forward to bringing Frontier Works’ artists and music to people around the world from a different perspective in the future.”
“We are encouraged that VMG’s new technology and its expertise in the music business will help us develop highly satisfying content that more customers can enjoy.”
Masahide Tsuji, Frontier Works
VMG’s latest partnership comes about a month after the company neon gold recordis an independent label known for launching the careers of artists such as Tove Lo, Charli XCX, MARINA, Passion Pit and Christine And The Queens.
It marks another step forward for VMG in capitalizing on increasingly international musical tastes and trends.
VMG launches operations in Brazil in 2021, expands exposure to Latin music with acquisitions Saban Music Latin earlier this year. Also in 2021, VMG opened an office in the Western Balkans.
In 2022, the company established its presence in Africa, and in 2023 it opened an office in Nigeria.global music business
